Thought For The Week

TFTW Creativity

In today’s world, we measure everything from inches of rainfall to return on investment.

Politicians, teachers, civil servants, football coaches and CEOs are accountable as never before.

Admen have also fallen into line and as marketers we pride ourselves on counting everything from Facebook likes to ROI.

Long gone are the days when merchants like John Wanamaker were able to claim: “Half the money I spend on advertising is wasted, the trouble is I don’t know which half.”

Measurement can, however, become an obsession – a straightjacket that stifles creativity.

When measurement stands in the way of a great creative idea, think on the words of Albert Einstein…

"Not everything that counts can be counted and not everything that can be counted counts!"

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